Determinants of Customer Loyalty in the Digital Streaming Era: Insights from Netflix Users in Jordan

This study investigates the determinants of customer loyalty in the digital streaming era, with a focus on Netflix users in Jordan. As streaming platforms face increasing competition and evolving user expectations, understanding loyalty drivers is essential for sustaining market leadership. Drawing upon a comprehensive literature review and a causal research framework, the study examines six key variables: ease of use, customer engagement, content quality, perceived personalization, price fairness, and emotional attachment, and their influence on customer loyalty. Quantitative data were collected through a structured survey of 400 university and college students in Jordan. The findings reveal that all six variables positively influence customer loyalty, with emotional attachment and customer engagement emerging as the strongest predictors. Ease of use, content quality, and perceived personalization also contribute significantly, while price fairness showed a marginally significant impact. The study underscores the importance of both functional and emotional factors in fostering user retention. Emotional resonance, personalized experiences, and intuitive platform design play a more critical role than price alone in shaping sustained loyalty. Practical recommendations are provided to help streaming platforms like Netflix optimize their engagement strategies, personalize content delivery, and reinforce emotional connections with users. This research contributes to the growing body of knowledge on digital consumer behavior and offers context-specific insights for the MENA streaming market.